The Yves Rocher Foundation partners with Les amis de la montagne
2013-04-19

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The Yves Rocher Foundation, in collaboration with Les amis de la montagne, will plant 1500 trees on Mount Royal

Montreal, April 19, 201
3 – The Yves Rocher Foundation announced it will plant 1500 trees in the heart of Mount Royal Park, in collaboration with Les amis de la montagne. The Foundation plants trees around the world as part of its Plant for the Planet operation and is proud to add the city of Montreal to its list of planting sites, an initiative which will help protect this important urban green space.

“More than 50% of the worldwide population now lives in urban areas so we have a collective challenge for our urban spaces,” declared Claude Fromageot, Director of the Yves Rocher Foundation. Along with Les amis de la montagne, the Foundation endeavours to highlight the importance of the community’s involvement in the preservation of this oasis located in the center of our city.

The Yves Rocher Foundation and Les amis de la montagne welcomed partners and guests to a ceremony to announce their new partnership held April 18 at the Chalet du Mont-Royal, followed by a symbolic tree planting of a white pine near the mountain's summit. From left to right: Chantal Robichaud, Mainstreaming, Partnerships and Outreach Division, Secretariat of the Convention on Biological Diversity; Richard Bélanger, Mayor of the Île-Bizard-Sainte-Geneviève borough, associate councillor of the Executive Committee of the Ville de Montréal, responsible for sustainable development, the environment, large parks and green spaces; Claude Fromageot, Director of the Yves Rocher Foundation; and Peter A. Howlett, C.M., President of Les amis de la montagne. (Photo: Dugraff)


Mount Royal: an urban green space worth protecting

With more than 200,000 trees, the forest located on Mount Royal is under increasing pressure due to urban development, heavy traffic, etc. It owes its survival to, among other things, our commitment as a community as well as to various tree planting initiatives. These annual tree plantations are essential as they help support the forest’s natural regeneration, diversify the trees’ age groups, maintain biodiversity and reduce greenhouse gas emissions in the city. The forest is home to 65 species of trees, 600 species of plants, 180 species of birds and 20 species of mammals.

“Mount Royal is an exceptional natural heritage that Montrealers can be proud of. Our protection and enhancement plan for Mount Royal has allowed us to establish foundations for preservation, specific steps to protect and enhance our mountain, but it is always relevant to raise public awareness to the challenges of Mount Royal and to the necessity to take care of it collectively”, indicates Mr. Richard Bélanger, Mayor of the Île-Bizard-Sainte-Geneviève borough, associate councillor of the Executive Committee of the Ville de Montréal, responsible for sustainable development, the environment, large parks and green spaces.

Our call to the community: Come plant a tree with us!

Mobilizing our community toward improving the biodiversity of Mount Royal dates back many decades. The achievement of this objective through the involvement of our citizens is a cornerstone of Les amis de la montagne’s mission which, these days, plays an essential role by watching over its preservation and development. Volunteers are needed to plant trees subsidized by the Yves Rocher Foundation or to become involved in conservation efforts on the mountain. You can register by visiting www.lemontroyal.qc.ca.

“Mount Royal is a unique site in North America. Very few cities in the world can claim to have a mature, quality forest that is accessible to all, just a few steps from the downtown skyscrapers. Considering the enormous developmental pressures on cities, such oases are precious and require the involvement of everyone in order to preserve them. The commitment of the Yves Rocher Foundation is exemplary and we hope that it will be an inspiration for many future partners,” said Sylvie Guilbault, Executive Director of Les amis de la montagne.

Mount Royal: a new planting site for the Yves Rocher Foundation

Through its Plant for the Planet project, which was initiated by the United Nations Environment Programme, the Yves Rocher Foundation has already planted more than 20 million trees in more than 20 different locations, such as in India, Senegal, Brazil and Haiti. Planting sites are selected based on the impact on biodiversity, human resources and benefits for all. In 2013, the Foundation added Canada to its list and chose Mount Royal due to the advantages this green space provides for the community.

The Yves Rocher Foundation intends to plant 50 million trees worldwide by the end of 2015 and is calling upon Yves Rocher customers to help it achieve its goal.

A tree will be planted for every purchase made on April 22 at any Yves Rocher shop, on its Internet site (www.yvesrocher.ca) or by telephone at 1-800-361-2746.

About the Yves Rocher Foundation
The Yves Rocher Foundation – Institut de France was initiative of Jacques Rocher, son of Yves Rocher,. The Foundation supports local and global nature-preservation, solidarity and environmental-education initiatives around the world. Created in 1991 and placed under the auspice of the Institut de France in 2001, the Yves Rocher Foundation works to create a greener world through its key initiative: the Plant for the Planet operation. For more information, please visit: www.yves-rocher-fondation.org

About Les amis de la montagne
Les amis de la montagne is a registered charitable organization dedicated to the protection and enhancement of Mount Royal through community involvement and environmental education for the last 30 years. The organization is managed by a Board of Directors composed of citizens and representatives of Montreal’s business community, and is supported by nearly 200 Governors, ambassadors who represent different sectors of the community and contribute to the mission of the organization according to their interests and abilities. For more information on Les amis de la montagne, please visit: www.lemontroyal.qc.ca

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Source:

Annie-Claude Lachance
Yves Rocher Amérique du Nord Inc.
450 442-9555, poste 2043
annie-claude.lachance@yrnet.com

Information:

Vanessa Allogo
Yves Rocher Amérique du Nord Inc.
450 442-9555, poste 2223
vanessa.allogo@yrnet.com

Gabrielle Korn
Directrice des communications
Les amis de la montagne
514 843-8240, poste 237

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